Abstract:

Corporate (social) responsibility is high on the agenda of almost every national and international company. But little is understood about what it does to a brand or how a brand should deal with it. Although the benefits and opportunities, both for the corporate world as for society, could be huge. This presentation argues that the time is here for an in-depth multi-country almost global study that will give us insights into the relationship between corporate social responsibility and branding in different kinds of industries, supported by multiple clients.